When Ford introduced the second generation of the Bronco in 1978, it was a true revelation: it wasn’t a utility truck used for agricultural needs anymore.
By the late ’70s, Ford noticed an increasing demand for off-road cars used for leisure. The same vehicles were used as daily drivers, so they have to offer a certain comfort level. Last but not least, the vehicle’s look had to be rugged.

Its wide stance, with slant nose and a bulge on the otherwise flat, hood offered a macho-look that created a big surprise on the market. Its squared headlights in individual, black casings, didn’t look like e black-eye, but like a look that will get you one. Due to the chromed, metallic bumper, the designers enhanced the rugged look of the vehicle. Depending on the trim and options, an additional metallic crush-bar was available. The pickup look was enhanced with a bi-color hardtop that covered the rear seats and the small trunk from the profile.

Inside, the flat dashboard with squared dials continued the rugged exterior look. Its bucket-seats were covered with a mix of fabric and vinyl upholstery. While the carmaker placed the automatic transmission gear lever near the steering column like in most sedans of that era, the transfer-case shifter poked through the floor and reminded the driver that the Bronco was a rugged off-road vehicle.

Ford designed the Bronco as a direct competitor for the Jeep Wagoneer but offered it as a three-door only to emphasize the fun-factor bias. Its front and live axles were engineered for rough terrain, and the high ground clearance confirmed that direction.